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1. Given Siphiwe’s research question, do you think the observation method she used was the
best option? Give reasons for your answer.
Yes.
As Siphiwe has choose to collect the primary data, it can be identified as the best method of
collecting data to this kind of a study. As Siphiwe identify the respondents directly, as author
Siphiwe sees the actual customer behavior which leads Siphiwe’s study an excellent study.
Also Siphiwe is memorizing the factors which was learnt in the module strategic management
(Aaker and McLoughlin 2010), it leads Siphiwe to a sensitive data collection and the quality
of the data set will be excellent.
2. Do you think it was ethical for Siphiwe to use covert observation?
Siphiwe proceeded to the next aisle, where could see what was going on in front of the chicken
fridge. Fortunately, the shop was not too crowded, making observation simpler. So the convert
observation was done to the better identification of the subject and there would be nothing
wrong or unethical in it.
3. Do you consider Siphiwe’s observations were of any value? Give reasons for your answer.
Yes.
In any type of a study, the primary data are the most valuable and most accurate data which
could be collected. Here, the data was collected without any disturbance to the respondent
which is done in a primary survey in cases such as filling a questionnaire paper. So the collected
data by Siphiwe is very valuable.
4. To what extent do you feel Siphiwe’s presence in the shop could have affected the behavior
of the shoppers?
As Siphiwe collected data without disturbing the respondent and also by nearly analyzing the
respondents of the survey, the behavior of shoppers would not be affected by Shipawe or this
study. Also the products which are to be considered by the consumers in a normal day are not
disturbed because of the Siphiwe’s study.
5. Comment on the validity and reliability of the data Siphiwe has collected.
As mentioned above, the quality and the accuracy of the data set can be considered as very
high. Other than that, the validity of the dataset can be considered not bad as Siphiwe has
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collected data across many places without selecting a single place. The reliability would be
very high as the data was collected on spot, where almost all types of customers are showed up
and showing their real behavior.
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